Driving Growth Markets and Renewing Relevance for Mature Brands

Driving Growth Markets and Renewing Relevance for Mature Brands


It's great to be a household name, but in a mature market where there is no rising tide of category growth to drive sales, brand relevance is everything. Such was the case for our client. Growth among their portfolio of industry-leading brands was anemic. Consumer lifestyles and behaviors were changing; messaging was dated. Their portfolio of brands needed a fresh, consumer-centric injection. The client asked Grail to find growing and innovative products (either through acquisition or partnership) that would present their portfolio with an immediate opportunity to better resonate with their consumers.


Grail worked with the client to turn the business problem into a set of key questions. Where across industries and geographies is relevant growth occurring? How competitive is the environment for the client to “win” either organically or through strategic partnerships? Using an Opportunity Scan approach, Grail gathered data from the public domain along with proprietary and subscribed databases. The information was analyzed and triangulated with existing client information to create a list of potential growth pathways. Grail identified emerging trends and unmet consumer needs for six consumer product segments across 12 countries, along with competitive intelligence of over 25 companies.

Grail Insights Approach "I found Grail to be very attentive and responsive and the quality of the deliverables was exceptional. This research has enabled us to advance our understanding of this fertile space, not only for our health business, but also for our other business, which is also exploring other markets."


Grail’s work demonstrated that real growth for these mature brands would require focus and investment in global markets. Within eight weeks we identified specific products and markets to prioritize to drive customer-centric, go-to-market strategies. Grail’s work became the foundation of a strategic plan that's driving new growth for what had become stagnant brands. Further, the approach developed by the team became the established standard for other business units that needed to tackle market entry challenges.

Find out more about how Grail Insights helps businesses assess opportunity by identifying potential growth areas and charting routes into new markets.

Learn about Grail's deep expertise in healthcare.

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